Advanced Search
33 results in Reports
Sort by:
Refine
  • Buyer Engagement

Search Results

  • For B2B Marketing Professionals

    Report

    Report Empathetic Content: The Key To Engaging B2B Buyers

    Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers
    March 13, 2017 | Laura Ramos, Jacob Milender

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Realign B2B Channels For A Post-Disruption World

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    March 7, 2017 | Andy Hoar

    As B2B customers demand frictionless buy flows, global competition erodes margins, and manufacturers crave direct customer engagement, layers of middlemen are under pressure to evolve — or die....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Brand New Day In B2B Commerce

    The Time Has Come For Brands To Rethink Their Deference To The Traditional Channel
    March 7, 2017 | Andy Hoar

    B2B brands that do not sell direct are disappointing customers and leaving money on the table. New research shows that B2B buyers want to engage directly with brands, which is calling into question...

  • For B2B Marketing Professionals

    Report

    Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook
    January 19, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For B2B Marketing Professionals

    Report

    Report Digital Forces Catalyze A Tectonic Shift In B2B Channels

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    January 13, 2017 | Tim Harmon

    In the age of the customer, customers are in charge of not only their interactions with suppliers and providers but also their sourcing choices. When designing and equipping their ecosystems,...

  • For B2B Marketing Professionals

    Report

    Report B2B Buyers Mandate A New Charter For Marketing And Sales

    Accelerate Alignment Or Get Left Behind
    January 10, 2017 | Mary Shea, Shanta Samlal-Fadelle

    This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For Analyst Relations Professionals

    Report

    Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    August 25, 2016 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • For B2B Marketing Professionals

    Report

    Report Use Third-Party Content To Attract And Persuade Elusive B2B Buyers

    Decision-Makers Prefer Neutral Expertise And Data When Selecting Technology Solutions
    June 23, 2016 | Laura Ramos

    What you have to say to business buyers is more important than where you choose to say it. Content that is credible, objective, and trustworthy fits the bill, but only if marketers use qualified...

  • For B2B Marketing Professionals

    Report

    Report Make Sales Conversations An Integral Part Of Your Content Marketing Plans

    Top Marketers Keep A Customer Focus To Align Sales And Marketing Messages
    December 4, 2015 | Laura Ramos

    B2B marketing content fuels both effective demand creation and successful sales conversations. This report describes how B2B marketers can help sales become an effective content concierge by...

  • For B2B Marketing Professionals

    Report

    Report The B2B Sales Force Digital Reboot

    Focus Your Sales Enablement Efforts On Navigators And Consultants
    October 19, 2015 | Mary Shea

    Is the B2B salesman dead — or simply in need of a reboot? As B2B buyers increasingly include the digital channel in some or all of their purchase process, B2B marketers must partner with...

  • For B2B Marketing Professionals

    Report

    Report Do Your Salespeople Meet Your Buyers' Needs?

    Introducing The Forrester Salesperson Development Tool
    September 15, 2015 | Mary Shea

    The characteristics of a successful salesperson are no longer easily identified or developed. As buyers' expectations increase, sales leaders require a new approach to salesperson development. The...

  • For B2B Marketing Professionals

    Report

    Report Why Buyers Don't Want To Meet Your Salespeople And What To Do About It

    Introducing Forrester's Seller Archetypes To Win, Serve, And Retain Customers
    September 9, 2015 | Mary Shea

    As buyers become more empowered in the business-to-business (B2B) marketplace, the pressure is building for sales enablement professionals to prepare their sales force to meet buyers' expectations....

  • For B2B Marketing Professionals

    Report

    Report Threats To Their Traditional Sales Force Will Change The Focus For B2B Marketers

    Death Of A (B2B) Salesman
    May 8, 2015 | Peter O'Neill, Andy Hoar

    This report, originally written for eBusiness and channel strategy professionals, includes content relevant to B2B marketers, especially those leading sales enablement initiatives in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Death Of A (B2B) Salesman

    One Million US B2B Salespeople Will Lose Their Jobs To Self-Service eCommerce By 2020
    April 13, 2015 | Andy Hoar

    Forrester forecasts that 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. While B2B buyers overwhelmingly prefer to research, and increasingly buy,...

  • For B2B Marketing Professionals

    Report

    Report From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement

    March 4, 2015 | Laura Ramos

    Advances in automation increase visibility and accountability surrounding lead-to-revenue processes. Despite this, tensions between marketing and sales persist concerning the quality of support...

  • For B2B Marketing Professionals

    Report

    Report Tell Stories To Connect With Business Buyers

    Using Narrative Makes Content More Compelling
    November 20, 2014 | Laura Ramos

    Most business content fails to engage buyers. And marketers admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. To...

  • For CMO Professionals

    Report

    Report Rethink Marketing In The Customer's Context

    How B2B Marketers Need To Recast Their Approach
    May 27, 2014 | Sheryl Pattek

    Business-to-business (B2B) marketers must face a new reality: Customers seek a range of inputs as they embark on solving business needs. Some executives prefer vendors that can create and deliver...

  • For B2B Marketing Professionals

    Report

    Report Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement

    The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014
    March 20, 2014 | Lori Wizdo, Peter O'Neill

    This report, originally written for customer insights professionals, includes content relevant to professionals responsible for sales enablement, especially those leading marketing for B2B...

  • For Sourcing & Vendor Management Professionals

    Report

    Report Let's Clear Up The "Indirect Access" Mess

    Systems Of Engagement Will Cause Unexpected Software Costs Unless Buyers Take Action To Clarify Their License Agreements
    November 8, 2013 | Duncan Jones

    Forrester sees an increase in questions from clients about licensing disputes caused by so called "indirect access" scenarios. In these cases, software sales teams have told clients that they are...

  • For B2B Marketing Professionals

    Report

    Report Transform From Top Lead Supplier Into Leader Of Customer Engagement

    The New Physics Of Lead-To-Revenue Management
    October 8, 2013 | Lori Wizdo, Laura Ramos

    The report "The New Physics Of Lead-To-Revenue Management," originally written for sales enablement professionals, explains that standard practices, which demonstrate marketing spend's impact on...

  • For B2B Marketing Professionals

    Report

    Report Executive Buyer Expectations — The Bar Is Low

    August 1, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are sales, marketing, product, or other leader with...

  • For B2B Marketing Professionals

    Report

    Report Executive Buyers Prefer Email And Phone

    July 26, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other leader with...

  • For B2B Marketing Professionals

    Report

    Report What Executives Believe Constitutes A Valuable Meeting

    September 25, 2012 | Scott Santucci

    Your strategy for growth -- by cross- or upselling your portfolio to new buyers at existing accounts -- is likely suffering because the executives your sales teams manage to engage are underwhelmed...